GIS as a new Marketing Research tool
In this globalizing and competitive business environment, the value of location as a business measure is fast becoming an important consideration for organisation. Geographical Information System (GIS) with its capability to manage, display, analyse business information spatially is emerging as a lo...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2007
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| Online Access: | https://ink.library.smu.edu.sg/sis_research/353 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | In this globalizing and competitive business environment, the value of location as a business measure is fast becoming an important consideration for organisation. Geographical Information System (GIS) with its capability to manage, display, analyse business information spatially is emerging as a location intelligence tool. Using a case study on the tobacco market in Shanghai, People Republic of China, this paper demonstrates how GIS has helped a multinational company in improving their understanding of the market scenario at the micro-level. The paper concludes by highlighting the challenges that are faced in developing GIS-based market intelligence systems and the potential to integrate such technology within a marketing information system. |
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